As consumer spend continues to shift online, L.E.K. gives brands and retailers the necessary tools to evolve their capabilities into a combined online and offline offering. Our leaders and experts support many businesses and identify the right ecommerce, omnichannel and digital initiatives that create incremental value beyond their current physical distribution model. We deploy strategies and actionable solutions to drive customer acquisition, create seamless customer experiences, and integrate ecommerce and store fulfillment. In short, we create value for our clients by helping them plan, prioritize and implement the right initiatives that deliver profitable growth ― whether online or offline.
Key Questions and Challenges
Our experienced professionals have a deep understanding of the key challenges in today’s marketplace, and we encourage our clients to consider these key questions:
- What are your digital touch points? Your website? Amazon and other third-party websites? Mobile apps? Social networks? They’re all critical, unique and more powerful together.
- How do you drive traffic and brand engagement? (e.g., search, digital advertising, personalized emails and online communities that build consumer knowledge, brand awareness and customer loyalty)
- How do you drive conversion for ecommerce and brick-and-mortar sales? (e.g., website design, ease of navigation, customer service, shipping costs and return policies, and integration with other channels ― both physical and digital)
- How do you structure merchandising and pricing? What should your assortment be, and how do these factors integrate with what your stores or wholesale accounts carry? How do you handle pricing and promotions differently online than in physical channels? How do you use your digital channel assortment and pricing to test and learn before launching a product in all brick-and-mortar channels?
- What is the right operating model and platform for your business today? What pain points can an omnichannel approach solve, and how can it help defend and gain share? How must the strategy evolve as your business scales or the competitive set changes?
Examples of Our Work
To learn more about how we help clients create value in the ecommerce sector, please refer to these insights and case examples:
- A major apparel and accessories brand needed to clearly define a differentiating digital vision, customer acquisition strategy and actionable roadmap for implementation. L.E.K. defined a strategy that delivered a superior experience for consumers that drove brand differentiation, enhanced customer loyalty and increased spend. After implementation, the strategy resulted in material online sales growth while maintaining historical levels of marketing investment.
- A men’s specialty apparel retailer needed the right strategy to successfully launch a new branded website. L.E.K. diagnosed the key root causes limiting traffic and conversion today and defined the marketing strategy and implementation plan to increase traffic and drive conversion within the new website. We outlined specific initiatives to optimize marketing and conversion, such as free shipping, online-specific promotions and flash sales that led to double-digit sales growth upon launch.
- A national big box sporting goods retailer was looking to transform its small ecommerce business into a growth platform for the organization. L.E.K. determined the most strategically and economically attractive options for front-end and back-end platforms by clearly defining the go-forward digital vision and its technical requirements. The end result was an operating model expected to drive an 800-basis-point improvement in operating margins with better service levels to our client’s customers.
- L.E.K. has helped many clients understand how they can integrate Amazon into their current businesses and realize material topline growth, while mitigating the challenges of selling through Amazon. If done properly, integrating Amazon into clients’ businesses can unleash vast upside potential. Outside of brands with true consumer pull and loyalty, brands that choose not to engage with Amazon run the very real risk of becoming invisible to their customers, especially as digital commerce captures an ever-increasing share of consumer spending.